Identifikasi Faktor Penentu Keputusan Konsumen dalam Memilih Jasa Perbankan: Bank Syariah Vs Bank Konvensional

Research on underlying behavior of both current and prospective consumer within banking  industry  is  an  important  issue.  The  choice  of  consumer  in  selecting  banking institution  not  only  determined  by  economical  factors  but  also  may  influence  non-economic factors, such as their attitude and beliefs. This article was based on the research conducted  to  identify  factors  that  could  differentiate  consumers’  choice  on  selecting banking services; between conventional and syaria banks. The sample of  this study was divided  into  four  groups;  syaria  customer,  conventional  bank’s  customer,  customer  of both  syaria  and  conventional  banks,  and  non-consumer  neither  syaria  nor  conventional banks. 

The  sample  was  selected by using convenience sampling  technique located  in municipalities and  regencies  where  there  exist  both  syaria  and conventional  banks offices.  The  respondent  of  the  study  varies  based  on  their  demography  characteristics which consist of 310 repondents. The data was analysed by utilizing descriptive approach and crosstab analysis. Further, in order to determine the dimension of factors underlying the  buying  decision  of  customer  in  selecting  the  banks,  this  study  employs  factor analysis.

The result of factor anlysis indicates that there exist differences in the dimension underlying  their  decision  in  selecting  banks.  In  case  of  syaria  bank,  there are several dimensions, namely; perception, personnal selling, family, cost and benefit, religion and beliefs. Meanwhile  for conventional  bank such  underlying  dimension  influenced  by; rational motivation, cost and benefit, family, promotional activities, and life style. Further analysis  through  crosstab  analysis,  there  exist  several  relationships between  several dimensions  utilized  in  the  study.  Such  relationship  has  been  found  between the age, income, educational  level, occupation and  the banking  type  that  the  respondent  selects.

The research also found  that  there  is no  relationship between repondent’s perception on interest and the type of bank that they choose. In other word, the majority of respondent of  this  study did not  agree with  the  interest principle but  they  still  choose  to deal with banking institution based on their economic rationale.

Ketua: Dr. Harif Amali Rivai, SE., M.Si. Anggota: Dr. Niki Lukviarman, MBA, Akt, Syafrizal, SE., ME., Drs. Syukri Lukman, M. Si., Fery Andrianus, SE., M.Si., Drs. Masrizal, M.Soc.Sc 

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